Internet Advertising Lifts Sales 4x Faster Than TV Advertising, comScore Chair

SAN DIEGO, CA -- Internet as an advertising vehicle can drive brand sales by more than four times when compared to television, said comScore chairman Gian Fulgoni at the iMedia Brand Summit in San Diego Monday morning.

He cited research comScore and others have conducted comparing the two mediums. The result: Over the course of a year, TV ads lifted retail sales by 8%, while online advertising lifted sales 9% in just three months. “If you were to compute dollar costs, Internet would shine tremendously,” he said. 
We caught up with Fulgoni earlier this year and he shared with Beet.TV his thoughts about what marketers should and shouldn’t be measuring online.

Daisy Whitney interviewed Gian at iMedia today and sent us this report.  We are republishing this March interview today.

Allison Salewski, Associate Producer